Most Spanish brands order content once the campaign has already started. It is the most expensive planning mistake of the year, and one afternoon of work solves it.

The six week rule

A creator needs five to ten working days to film and deliver. Then comes review, campaign assembly and internal approval.

Added up, that is four to six weeks between the order and the ad running. If the peak is the January sales, the brief goes out in late November.

The Spanish commercial year

January

Winter sales and new year resolutions. Fashion, fitness, home. Brief in late November.

February

Valentines Day. Jewellery, restaurants, gifts. Brief in December.

April

Easter week. Tourism, food, hospitality. Brief in February.

May

Mothers Day and the start of the wedding and communion season. Beauty, jewellery, fashion, food service. Brief in March.

June and July

Summer sales and tourist high season. Brief in April and May.

September

Back to school. Stationery, seasonal fashion, technology, home. Brief in July.

November

Black Friday, the ecommerce peak of the year. Brief in late September.

December

Christmas and Kings. In Spain the campaign runs to the sixth of January, something foreign brands often forget. Brief in October.

How to plan a year in one afternoon

Mark the four peaks that matter to your category. For each one, subtract six weeks from the peak date: that is your brief date.

Then define six creatives with three hooks per peak. With that you have the production plan and the approximate budget for the year.

The Spanish August

August is a dead month for production and for decisions. Do not order and do not expect approvals.

What does work: using July to close off the September material, and using August to film undated content that feeds the rest of the year.

The content that does not expire

Between peaks, order material with no dates or promotions: product in use, detail shots, testimonials. And always ask for two versions of every campaign piece, one with the promotion and one clean.

Where to go next

Planning six weeks ahead is the difference between buying well and buying in a rush. Our complete UGC guide for brands explains the rest of the process.